How to Write a First-Class Business Proposal

Embarking upon a new business prospect can be daunting – but it shouldn’t be. The key is to deliver a pitch that gives your prospective client or customer no choice but to accept, and the fact of the matter is that there really is a formula for winning bids. Writing outstanding proposals takes a wealth of business acumen and a great deal of character – and we have all the techniques you’ll need for maximum impact.

Behold the ultimate guide to effective proposal writing.

Rule #1: Romance them.

One of the most important things to remember when constructing a winning proposal is that your future clients want to hear everything they already know about themselves, coming from you. Start by giving them the full preliminary research treatment so that you are going into this with all the facts.

By knowing not only what they are and what they want but also what they need to progress in their industry, you can push all the right buttons and create an instant feeling of being understood.

Rule #2: Take ‘no’ off the table.

This may seem somewhat obvious, but presenting your future clients with a proposal that refuses to take ‘no’ for an answer is an excellent way of avoiding having to take ‘no’ for an answer. This is easier than you might think – the key is to close your proposal with a feeling that what you are offering them poses only benefits and they’d be very foolish to pass on your business. Profitability is what is really going to sell your offering.

Rule #3: Show them the money.

Repeat: profitability is what is really going to sell your offering. As a business professional, you will of course know that money talks – and the same is true when writing your business proposal. For all flattery and strategising may prove effective persuasive tools, there’s nothing that tempts prospective clients like monetary benefits. If the bottom line of your pitch really stresses to them that you’re going to make them a more profitable business, how can any they possibly turn you down?

Rule #4: Shut off the conveyor belt.

While it may be somewhat tempting to recycle elements of previous proposals during the bid writing process, you should at all costs avoid giving any desirable client a conveyor belt proposal – put simply, an impersonal copy & paste job. Sprinkling your proposal with personal touches and demonstrating a real understanding of their values and goals is a guaranteed way to keep them reading. It is a universal truth that everyone’s favourite word is their own name – and the same is true of businesses. Switch out multi-purpose mission statements for genuine brand knowledge and you will have one very engaged reader.

Rule #5: Create urgency.

Of course it’s true that whoever you are writing a proposal for is the object of your desire – at least for the duration of the bid writing process – but it certainly doesn’t hurt to be bold, even in the midst of your pitch. The idea is to (subtly) suggest that this is a time-sensitive offer which has a very real expiry date – and subsequently persuade them to take action as quickly as possible. Approaching a business proposal with this kind of confidence is a very smart move which could put you in a powerful position.

Rule #6: Be their hero.

And last but not least, the ultimate business proposal strategy is to establish yourself as a problem solver. Identify the obstacles the company faces and then instantly address ways to overcome them (backed up with actionable strategies and measurable targets). If they can see that you know exactly where they are lacking and can fill in those gaps quickly and successfully, you can just about guarantee that you win that bid.

At Win that Bid, we’re experts in bid writing and can help you secure your dream contracts. By writing positively irresistible proposals, you can engage and win potential clients with ease – and we’ll get you there.